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Maude launched in 2018 with inclusive, design-driven products, and by 2023 it had become the first sexual wellness brand to be stocked in Sephora, while partnering with high-end retailers like Nordstrom, Bloomingdale’s and Saks Fifth Avenue. But founder Éva Goicochea says the tide is turning. “While Gen Z and younger millennials are more open about sexual health, the broader political climate continues to impose restrictions — particularly around reproductive rights, sex education and access to intimate wellness products,” she says. “While Gen Z and younger millennials are more open about sexual health, the broader political climate continues to impose restrictions — particularly around reproductive rights, sex education and access to intimate wellness products.”Nice Dallas Stars Surround Shirt
In this environment, sexual wellness brands must find new ways to make themselves palatable to a wide audience. Can associating their products with those that already have cultural prestige, like designer fashion and fine art, create a sense of desirability that transcends stigma? Maude has embarked on a number of collaborations aimed at elevating its products to the same realm as high fashion, and even high art. On Valentine’s Day of this year, the brand collaborated with Stella McCartney on a campaign that paired Maude’s vibrators with McCartney’s Falabella and Ryder bags, and they even appeared on the runway of McCartney’s Autumn/Winter 2025 show. In 2023, Maude’s Vibe personal massager and Spot vibrator were put on display at the ‘Modern Sex: 100 Years of Design and Decency’ exhibition in Miami’s Museum of Sex, to only be featured once again in October 2024 at the Musée des Arts Décoratifs exhibition ‘Private Lives: From the Bedroom to Social Media’. “Through strategic partnerships and a long-term vision, we’re thinking beyond the next four years, ensuring that sexual wellness becomes a permanent part of the broader conversation around well-being,” says Goicochea. “Our collaborations with institutions like the Musée des Arts Décoratifs in the Louvre and the Museum of Sex cement intimacy as a cultural and historical touchpoint, not just a category relegated to the margins.”
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